Traditionally, moms have been the company's main focus, making up a "huge portion" of its target audience.

As consumer habits change, however, the firm is expanding the scope of its marketing to reach new types of customer, including "Joyful Guardians".

Research revealed that easy-to-use products for younger consumers also played well with an affluent, older clientele, demonstrating the power of insight.

2

Mythbuster: Advertising's obsession with youth

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Les Binet and Sarah Carter, Admap, July/August 2015, pp. 9-9

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials. View Summary

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

As was predicted decades ago, the UK's population is getting older - and at the same time older people's spending power has increased whilst younger people suffer with debt and higher costs.

Yet marketers continue to focus on millennials through misguided beliefs that they're media consumption is very different and their behaviour will be widely adopted.

This obsession could be because marketers tend to be younger and separated from the realities of who is buying the brand, or because people are uncomfortable with ageing.

3

Know the audience: The affluent

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Felim McGrath, Admap, July/August 2015, pp. 39-41

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married. View Summary

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

Affluents prefer personalised service and enjoy co-creation opportunities, but at the same time they are conscious of online privacy.

They are more likely to own tablets and smart devices like smart watches than the general population, and more likely to share disappointment with brands online.

Affluents are also conscious of their appearance and receptive to brands, liking to keep up with fashions and stand out in a crowd.

4

Post-demographic consumerism

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David Mattin, Admap, July/August 2015, pp. 42-43

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour. View Summary

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.

Brands need to adapt to this new world, abandon assumptions about the people who buy them and reach out to new kinds of customers.

They should embrace the 'new normal' and celebrate new cultural norms, and be prepared to re-examine and even overturn brand heritage.

Marketers should look across demographics for inspiration - especially to ones they haven't considered before - and use hyper-targeting to access ever smaller niches of interest.

5

The Programmatic Primer: Sharing and social tools in the online advertising ecosystem

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Ted McConnell, Warc Exclusive, July 2015

In this collection of articles the various elements of the online advertising ecosystem are explained. View Summary

In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved. This article focuses on sharing and social tools.

This webinar explores leisure in Asia on many different dimensions; from sports (both participating and viewing) to spas, bars, online entertainment and immersive virtual reality gaming. View Summary

This webinar explores leisure in Asia on many different dimensions; from sports (both participating and viewing) to spas, bars, online entertainment and immersive virtual reality gaming.

It examines the impact of customisation of entertainment and what the key trends are in this respect across different Asian countries.

Also covered are how Asians will juggle work and leisure and how different cultural norms shape the way entertainment is consumed and shared.

Included are key factors that will impact Asian tourism trends and how the adoption of mobile and social media interact with travel behaviour.

7

Playboy's "safe for work" online reinvention

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Stephen Whiteside, Event Reports, ClickZ, April 2015

This event report shows how Playboy, the men's magazine and online publisher, drove huge growth in its digital traffic - especially among millennials - by adopting a "safe for work" policy on the web. View Summary

This event report shows how Playboy, the men's magazine and online publisher, drove huge growth in its digital traffic - especially among millennials - by adopting a "safe for work" policy on the web.

When the company was taken private, it greatly downsized its operations and even licensed its website, resulting in a strategy that did not mirror the brand's core positioning.

In late 2013, the firm began taking greater control of its digital operations, and made its website more "PG-13", with a particular focus on entertainment, nightlife and style.

Such a strategy was extended onto numerous social and mobile platforms, a list spanning Facebook to Snapchat.

8

Tinder encourages consumers to "swipe right" for brands

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Stephen Whiteside, Event Reports, TechCrunch Disrupt NY, May 2015

This event report explains how Tinder, the dating app, is aiming to become a matchmaker for brands and consumers. View Summary

This event report explains how Tinder, the dating app, is aiming to become a matchmaker for brands and consumers.

As an expert in pairing its users with potential romantic partners, Tinder has developed complex algorithms and a series of signals to help it understand user preferences.

Employing the same kind of information that pairs up its users could guide the company in targeting ads with great precision at the most appropriate audience.

Bud Light and 20th Century Fox are among the first marketers to have leveraged its marketing tools, not least because they are eager to connect with the app's youthful audience.

9

Heineken dresses up for upscale quaffers

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Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers. View Summary

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.

The brand wanted to expand its reach with upscale drinkers who may order cocktails or champagne in lounge bars, but would not usually choose a beer.

In understanding the preferences of this group, Heineken and InSites Consulting used Instagram for visual analysis and to recruit a panel for qualitative research.

Their insight helped inform a program where cutting-edge designers created a branded drinking "lounge" for use at events in cities such as London and Milan.

10

Social media: The meaning behind social insight data

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Joel Davis, Admap, May 2015

This article argues that data from social media can help marketers to understand their audiences more deeply, going beyond discredited demographic based targeting. View Summary

This article argues that data from social media can help marketers to understand their audiences more deeply, going beyond discredited demographic based targeting.

The main limitation of marketing at present is that it focusses on the what people are doing and who they are, but pays little attention to why they make the choices they do.

Equally, old assumptions of traditional advertising have been discredited: people do not make decisions in a wholly rational way; emotions have a much bigger role.

Advertisers need to understand people based on lifestyles and motivations rather than just demographics, and social data plays a key role in this.

A deeper understanding of people beyond demographics leads to tailored content solutions, customer-centric marketing and better understanding of the path to purchase.

11

Making Mizuno fit for (brand) purpose

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Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts. View Summary

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts.

While the company was committed to the idea that sports can "make the world a better place", it had struggled to translate that vision into tangible marketing programs.

In unlocking its mission statement, the brand decided to ask – and answer – a profound question: "What if everybody ran?"

The resultant campaign was based on statistical evidence regarding the positive impacts that would result from all Americans running, and brought these numbers to life in a series of online videos.

In moving from "storytelling" to "storydoing", Mizuno partnered with a not-for-profit that uses running groups as the basis for a program which helps homeless people.

12

How brands can win over modern Muslims

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Low Lai Chow, Event Reports, Flamingo Culture Breakfast, March 2015

This event report looks at the emergence of young, modern Muslims as a target market for brands. View Summary

This event report looks at the emergence of young, modern Muslims as a target market for brands.

Harriet Robertson of insight consultancy Flamingo argues that the modern Muslim "is a mindset" and that young Muslims have successfully combined modernity and faith, as evidenced in the 'Mipsterz' phenomenon.

Symbols such as the hijab, for example, have been reinvented as fashion items integral to the idea of femininity.

Digital is a key factor, allowing self-expression and a new way of negotiating the faith/modernity debate.

While some brands have consciously reached out to this group, those with core values that overlap with Islamic values are most likely to succeed.

Ohno undertook eight months of training for the IRONMAN World Championship, using chocolate milk as a recovery drink along the way, and generating considerable attention for the product in the process.

14

Red Bull Media House opens its doors to brand partners

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Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers. View Summary

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.

Founded in 2008, Red Bull Media House assumed responsibility for delivering the huge slate of content which its namesake energy drink uses to authentically connect with consumers.

As a standalone organisation, the company's media arm is increasingly competing for brand dollars, and has worked with partners including adidas and Nokia.

By tapping Red Bull's unique strengths as a marketing organisation around the world, the Media House seeks to build content partnerships benefitting both Red Bull and its third-party clients.

15

Subaru: Dogged brand integrations boost results

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Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content. View Summary

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.

Unusual insights – like the fact Subaru's vehicles overindex with dog owners – help shape its marketing strategy, and involvement with programming like the "Puppy Bowl".

Incorporating its cars into content in a manner that is organic, authentic and extends its wider marketing initiatives are all key goals for Subaru.

Reaching an engaged, relevant audience in creative ways is more important for the firm than securing exposure to the largest number of viewers possible.

16

Changing the mix: How drinks marketers are responding to social and lifestyle changes

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David Atkinson, Market Leader, Quarter 2, 2015, pp. 50-52

This article describes innovative ways in which drinks marketers are responding to a pub industry that continues to decline in the UK. View Summary

This article describes innovative ways in which drinks marketers are responding to a pub industry that continues to decline in the UK.

Drinks brands are investing heavily in producing marketing material but they are hindered at the final hurdle as pubs have been cleansed of the kind of PoS and branded collateral that used to be key at the moment of decision.

With in-bar communication pared back, brands need to look at alternative ways to get their message across, such as more permanent signage and out-of-bar activity.

Brands also need to construct a more intimate relationship with consumers in order to receive a higher share of the most valuable resources: time, data, recommendation and spend.

Craft brewer BrewDog provides an example of the changing face of drinking in the UK, having torn up the rule book with its marketing, fundraising and distribution strategy.

17

Four ways to make your ideas more effective: Insights from the 2014 IPA Effectiveness Awards winner

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Joseph Clift, Event Reports, IPA Advertising Works, March 2015

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners. View Summary

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.

First off, it was necessary to realise the scale of the challenge beer brand Foster's faced, with an ageing market, an economic downturn and pubs closing.

And with limited time available for research, the agency had to be creative in its approach, in this case paying bar staff to listen in to the conversations the target market were having.

After it found its key insight, the agency opted to ally that with an Australian stereotype that chimed with the needs of target UK males.

Finally an old-school media approach - using TV ads to change how people felt about the product - was deployed and produced an ROMI of 32:1.

This article proposes nine methods marketers can use to grab the attention of young people, who are harder to interest as they are used to multitasking and are easily distracted - partly due to patterns of technology use. View Summary

This article proposes nine methods marketers can use to grab the attention of young people, who are harder to interest as they are used to multitasking and are easily distracted - partly due to patterns of technology use.

Doing something new that people haven't seen before is one way to grab attention, as will tapping into the zeitgeist.

Brands should make sure their marketing fits the context, is easy to navigate and is planned for the 'ringleaders'.

In low-interest categories, it can be helpful to find an association with something people are passionate about.

Other ways to reach this younger audience include making it personal, learning from their use of new platforms and giving them a chance to express themselves.

19

How Tough Mudder fuels word of mouth

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Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report explains how Tough Mudder, an endurance event series, directs word of mouth to make its events more appealing to a broader group of people - who might otherwise be put off by the challenge. View Summary

This event report explains how Tough Mudder, an endurance event series, directs word of mouth to make its events more appealing to a broader group of people - who might otherwise be put off by the challenge.

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences. View Summary

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.

While most brands are targeting younger shoppers and customers from various ethnic backgrounds, the real sweet spot could come from leveraging the points of overlap between these groups.

A three-point "recipe" for starting on this journey incorporates purpose-driven branding, using compelling insights to inform interesting messaging and ensuring these audiences are fully represented inside companies.

Pillsbury, Cheerios and Betty Crocker are all examples of brands that have successfully engaged new demographics by examining their marketing strategies with such priorities in mind.

21

Trends Snapshot: eSports – A new type of sponsorship opportunity

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Stephen Whiteside, Warc Trends, January 2015

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands. View Summary

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

A growing number of people (mostly young men) stream gaming competition content through online platforms, and a large 'hardcore' also attend live events.

This is a high engagement activity, with an average online viewing session lasting 2.2 hours around 19 times a month.

Brands that have started to take advantage of this opportunity include Coca-Cola, which has affiliated with a championship; Red Bull, which has created its own event; and American Express, which has offered in-game rewards for using its product.

It is now reaching a tipping point, where audience sizes will move eSports into the mainstream and enhance the opportunity for brands.

22

How Timex is keeping pace with changing consumer preferences

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Stephen Whiteside, Event Reports, ANA Mobile First, December 2014

This event report explains how Timex, the watch brand, launched a new product with more advanced capabilities after research to understand consumer needs, and partnerships with other companies to meet them. View Summary

This event report explains how Timex, the watch brand, launched a new product with more advanced capabilities after research to understand consumer needs, and partnerships with other companies to meet them.

Watchmakers are facing increased competition from new brands and technologies, as 'wearables' transform consumer expectations.

Efforts to understand what people wanted from smart-watches revealed three priorities: running/fitness data, music and safety/communication.

To meet these emerging needs, Timex partnered with companies that had greater capabilities in these areas to create a new sports watch.

The resulting product incorporates GPS, 4GB of storage and an inbuilt modem for communications.